When we mention the name of Seattle we immediately think of this grunge scene from the late '80s to the mid' 90s with bands like Nirvana, Soundgarden, Mudhoney, Tad, Melvins and many more. Since the mid-90s and especially since the disappearance of Kurt Cobain, the eyes and especially the ears of the whole world have turned to other countries where new musical waves emerged such as England and its Britpop or California and its Indie-Hipster sound. But since the loss of our late Chris Cornell, it is true that this nostalgia for the '90s is back in fashion and a great bunch of guys have just launched a new label at the start of the year in the Emerald City, and they are determined to bring grunge back to the forefront. Its name: Grunge Pop Records. We caught up with one of them to find out more about their determination to revive the grunge machine that is well over thirty years old but still so enjoyable to listen to for all the old-timers who knew the '90s.
Hi Grunge Pop Records how are you in Seattle right now?
It’s raining. Actually we run this label from all over world. Because of COVID, we decided to not have an actual office so all of our staff can work from their homes in whatever city or country they are in, and this has worked well for everyone it seems.
You just launched a new grunge label, what made you want to start this new project? Who are the founders of the label?
We were there from the start of the original grunge explosion and looked at what’s being pushed to the youth today - and it wasn’t as good as the bands that Sub Pop and other labels released back in the glory days of grunge. So we just said it was time to bring back that LOUD, DISTORTED, UNDERGROUND ROCK; and search for bands that have that new grunge noise. And we searched and searched and listened to hundreds of bands. And then we started finding ones that blew our minds. As for the label founders, we remain anonymous as most of the staff. The only public knowledge is that we hired Bruce Pavitt as our label advisor and A&R consultant. For someone that doesn’t know who he is, he is the founder of Seattle’s legendary Sub Pop Records and he discovered and signed Nirvana, Soundgarden, Mudhoney, Tad, etc etc along with partner Jonathan Poneman. Bruce’s vision changed the whole world, not just the music landscape. He’s a living legend and it’s the hugest honor to have him involved in these two positions for Grunge Pop Records.
Thanks to the internet your label does not only focus on groups in Seattle and its region, but on the whole world. How do you go about recruiting them?
There’s no secret to finding great bands. You just have to have your ears on the street and spend hours listening to lots of bands until something blows your mind. We spend approximately two hours each morning listening to demo submissions. We’ve received about one thousand submissions since we started not even a year ago.
What advice will you give so that a group can sign with you?
Their music has to be as great as any great band from that original Seattle era. We’re not looking to introduce a new genre of rock, we just want to bring back the realness of that era. Our label’s mission is to be the “new sound of rock” and to see our bands become the mainstream “rock” sound as compared to what’s on the top of the global charts now, which is predominantly solo artists that go by a band name moniker and their music is over-produced rap style garbage to our ears. We only want real rock bands that write their own music and can bring back the name of rock as it should be. The youth are finally getting bored with rap and more and more are listening to bands like Nirvana and they’re open finally to finding new bands that carry that grunge flame. The youth never got to be part of the ‘90s grunge scene and this is there chance to be a part of a new movement that they can call their own.
How many bands do you have on your label so far?
We have ten bands at the moment since starting in March of 2021.
Still no French band in sight?
We’re open to any band from any country. We just haven’t found a French band yet that is as great as Nirvana or Soundgarden, but it’s all possible. Any recommendations?
I'll send you some bands then.
The first album of the label to be released is that of Prince Of Lilies, and it was produced by Steve Albini? How does it feel to have his label's first album to be produced by legendary Steve Albini?
It’s very cool since Albini stands for real bands making real music. He’s a living legend who has become synonymous with the words “utter respect”.
When we talk about Seattle, we obviously think of the whole wave of the ‘80s and early ‘90s with Nirvana, Mudhoney, Mother Love Bones, Melvins, Alice In Chains ... Do you think that a scene as rich and impactful than that of the '90s can resurface after all these years, but especially with a new burst of freshness?
Yes. It won’t be the same because people have closed minds to accepting something new unless it’s forced down their throats non stop, but there are scenes growing bigger each day all around the world that are revolving around that original grunge Seattle sound. Even BritGrunge is become a reality with the grunge revival being strongest out of the UK at the moment.
A British journalist named Everett True from Melody Maker magazine had heard in the '80s that a scene was forming in Seattle and he came directly to see if what he was hearing from England was true. In addition to being blown away by the bands of the time, what also marked him was the public who went to the concert. Are the public still as crazy and present at each concert as in the '80s?
Oh yes. But only in the DIY underground shows or at underage shows that allow the youth to come. In the USA, most venues are 21 and over so the youth can’t see live bands, but the house parties and shows that allow underage kids go wild. Extremely wild like back in the day.
What are your goals for 2022?
To see the mainstream music industry, from radio to press, put real rock bands on top and to see our bands be on the top of the charts globally where they belong. Our bands have some songwriters that deserve massive recognition and they are great live too. We expect that in a few years some of our bands will be the biggest bands in the world and headlining major festivals.
Is a concert coming up with the label's bands in Seattle? And why not invite a band from the '80s' and ‘90s like the Mudhoney or the Melvins for example?
It’s all happening. We’re talking with those bands to include some of our bands on their tours and things are happening.
Do you have contact with all these bands of the time?
We can contact most any band out there. It’s who you know in this business unfortunately but it’s good for us too I guess.
Thank you for answering my questions. Long live Grunge Pop Records. Grunge Is Not Dead.
Thank you Gian, it was a pleasure to answer your questions. The grunge revival is coming.
Gian, february 2022.
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